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Tata Group, the multinational conglomerate, replaced Chinese phone maker Vivo as the title sponsor for the Indian Premier League from 2024 to 2028. The value of title sponsorships for the cricket league has risen from *** million Indian rupees in 2008 to about *** rupees in 2022. 

Sponsors over the years

  The T20 league has emerged as one of the most profitable arms of cricket in the world, despite enduring many controversies and scandals. Title sponsorship holds strategic importance to companies that want the gig, as well as the Board of Control for Cricket in India (BCCI). Pepsi and Vivo had the longest contracts with BCCI so far. After Pepsi ended its contract due to spot-fixing allegations between 2013 and 2015 within the league, Vivo stepped in as the league’s primary sponsor.

Growing with the Tatas 

  The Chinese phone manufacturer planned to see its agreement through until a military face-off between India and China in 2020 led to a large-scale ban of Chinese products in the south Asian peninsula.
With Vivo keen to transfer title rights to another bidder in 2022 after sustaining heavy public backlash, the Tata Group agreed to pay about *** billion rupees for two years. As one of the largest and most reliable businesses worldwide, the conglomerate looked to promote the sport across political borders. According to reports, the BCCI intended to keep ** percent of the money, distributing the rest among the *** franchises.